Tài liệu How to Make Money with Youtube ppt

HOW TO MAKE
MONEY WITH
YouTube
Earn Cash, Market
Yourself, Reach Your
Customers, and Grow
Your Business on the
World’s Most Popular
Video-Sharing Site
BRAD AND DEBRA
SCHEPP
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New Delhi San Juan Seoul Singapore
Sydney Toronto
Copyright © 2009 by Brad and Debra Schepp. All rights reserved. Except as permitted under the United
States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or
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lisher.
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How to Make Money with YouTube is no way authorized by, endorsed, or affiliated with YouTube or its sub-
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Use Doctrine and are not meant to imply that this book is a YouTube product for advertising or other com-
mercial purposes.
Readers should know that online businesses have risks. Readers who participate in online business do so at
their own risk. The author and publisher of this book cannot guarantee financial success and therefore dis-
claim any liability, loss, or risk sustained, either directly or indirectly, as a result of using the information
given in this book.
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such claim or cause arises in contract, tort or otherwise.
To our nieces, Elissa Sorkowitz Lejeune and Adina Sorkowitz Levin:
When you were small we thought that you were brilliant, beautiful, and
completely magical. Now that you’re grown, we know it to be true!
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v
CONTENTS
ACKNOWLEDGMENTS ix
INTRODUCTION xiii
CHAPTER
1 YOU TOO CAN BE A YouTube STAR! 1
YouTube and You 3
A Quick Guided Tour of YouTube 9
A Little YouTube History 21
Using YouTube for Fun and Profit 24
What I Know Now 27
Just for Fun 27
CHAPTER
2 MARKETING YOURSELF THROUGH YouTube 29
Performers 33
People in Business for Themselves 39
YouTube Teachers 46
Video Résumés: Good Idea or Bad? 49
College Admissions Videos 54
What I Know Now 56
Just for Fun 57
CHAPTER
3 MARKETING YOUR COMPANY ON YouTube 59
What Types of Videos Work Best? 62
Do YouTube Views Equal Revenues? 70

How Can Your Company Use YouTube? 77
What I Know Now 82
Just for Fun 83
CHAPTER
4 CREATING YouTube VIDEOS 85
Here’s What You’re Up Against 87
Preplanning: Research and Goals, Goals
and Research 89
Storyboarding and Shooting Your Video 101
What I Know Now 118
Just for Fun 118
CHAPTER
5 PROMOTING AND DISTRIBUTING YOUR VIDEOS 119
Simple Promotion and Distribution Steps 122
Advanced Promotion and Distribution Methods 135
What I Know Now 151
Just for Fun 151
CHAPTER
6 YouTube: YOUR NEW REVENUE STREAM 153
YouTube’s Partner Program 154
Redirecting: Selling Something
via Landing Pages 156
Video Advertising 162
Leveraging Your Videos 168
Promotional Sponsorships 175
Check out YouTube’s Screening Room 178
YouTube’s Competitors Want You 179
Assessing the Effectiveness of Your Videos 180
What I Know Now 182
Just for Fun 183

CONTENTS
vi
CHAPTER
7 OTHER VIDEO-SHARING SITES
AND THE FUTURE OF YouTube
185
Broad Coverage Sites 187
Niche Video-Sharing Sites 197
What about Your Own Site? 205
A Multiplatform Strategy 206
Search for Tomorrow—What Lies Ahead
for YouTube 207
What I Know Now 213
Just for Fun 214
INDEX 215
CONTENTS
vii
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ix
ACKNOWLEDGMENTS
Any book requires hundreds of hours of research and then hun-
dreds of hours of writing. Although we’ve worked on many projects
together in our years as writers, we’ve never been a team of only two
players. There are always hundreds of people behind any project,
and this one was no different in that respect. Where it was different
was in how much fun it was to research. We’ve never laughed so
hard while working! We’ve also rarely met a group of people who
are so optimistic, creative, and energized about what they were
doing. We’re going to do our best to thank them all, but because
we know we’re bound to miss a few, please accept our apologies

before we even begin. The Internet is vast, and YouTube is a big
neighborhood, but we honestly feel that we leave this project behind
with a whole corral of new friends. We wish all of you success.
First, we’d like to thank Aaron Zamost, Corporate Communi-
cations, YouTube, for his Johnny-on-the-spot help. Lynn Tornabene
of Google was also there just when we needed her.
As for the YouTube experts: we’ll start with Michael Buckley of
the ever-entertaining, and addictive, WhatTheBuck?! Asa Thibo-
daux, you are truly a kind and funny guy. Here’s the deal: if we’re
down to our last $10, and you tell us you’re hungry, we’re all going to
Taco Bell! He’s a dad who used YouTube to forge a whole new career
against some pretty major odds, and then he was kind enough to
share his experience with us. To Davide Ricchetti, a guitar-painting
artist and a natural wonder, we’d like to say grazie mille. Thank you,
Paul “Fitzy” Fitzgerald—a guy who seems to always be having fun
and enjoying life. Paula Drum, vice president, Digital Tax Market-
ing, H&R Block, showed us that even serious tax types are into
YouTube. David Mullings of Realvibez, you were always there when
we had a question, and you may have taught us more than anyone
about successful marketing on YouTube. Kipkay is one of the
brightest stars in a galaxy of stars, and always willing to help, thanks
Kip. Anuja Balasubramanian and Hetal Jannu were wonderful, and
we only wish we lived close enough to them so we could invite our-
selves for dinner. Watching their YouTube show, ShowMeTheCurry!
made us stop for lunch every single time! Arnel Ricafranca of Fit-
ness VIP showed us we had nothing to fear but his abs. Tube-
Mogul’s David Burch is one of the true pioneers of this new field,
and Steve Hall of AdRANTs whose blog of the same name
(AdRANTs, not Steve) is something your inbox will enjoy every day.
Jon Hilner of the University of Alberta found fame with Diagnosis

Wenckebach and showed that even overworked medical students
just want to have fun on YouTube. Leah Nelson and Jay Grandin
of GiantAntMedia.com, made us take a second (and third) look at
how we shower. (Honestly, guys, where did you hide that camera
to learn how we shower?) Marc Black created a video that gave
Martha Stewart pause, and Bob Thacker, Senior Vice President of
Marketing and Advertising at OfficeMax, blew away any precon-
ceptions we may have had about “corporate types.” The same is
true for Michael Parker of Serena Software. (Magic really can hap-
pen in the IT department once that pocket protector comes out!)
Dr. Steven Yarinsky, thanks for the advice about gaining exposure
in a professional way on YouTube. Clearly your advertising needs
no facelift. Thank you to George Wright of Blendtec, the WillIt
Blend? guy who quickly saw how to mix up things in the some-
times staid world of advertising. Ben Relles of Obama Girl and
barelypolitical.com fame, thanks, although, honestly, you made
us wish we were about 20 years younger! We appreciated every-
thing you did so much, that we’re still willing to thank you.
Still more YouTube mavens include Ralph Lagnado and
David Abehsera of the Woo Agency, just some of the grown-
ups behind Fred’s success. Also, thank you to Jamie Dolan, of
Sonestaentertainment.com, Fred’s business manager; Ryan
Adler of Drumpr.com; Maisha Drexler of Acadian Ambulance;
Prabhat Kiran; Fred Light; Amer Tadayon of Render Films; John-
Scott Dixon of Semanticator; and Patric Douglas, CEO of Shark
ACKNOWLEDGMENTS
x
Diver. Thank you to Chris Chynoweth of DropKickMonKey.com
(Chris, you were a big help, but we implore you, please don’t ever
drop-kick a monkey), Paul D. Potratz Jr., of the ad agency bearing

his name, Chrissy Coplet of Talking Goats Videos (no, we don’t
make this stuff up), and Alex Huff of Loudclick.net. Thanks go to
“Steve” the Austrian Barber, Pablo D. Andreun of 5W Public Rela-
tions, and Shev from Metacafe who helped so much. Vimeo.com’s
Dalas Verdugo deserves our thanks, and so does Kristen Wareham
of Yahoo!, MySpaceTV’s Paul Armstrong, Scott Lorenz of West-
wind Communications, and Mike Dunklee of Quicken Loans were
great, and to Samara O’Shea, thanks for keeping alive the fine art of
journaling and letter writing. Andrew Lipsman of comScore and
Samson Adepoju, communications coordinator at eMarketer,
thanks. Steve Metzmen, CollegeSupplement.com; Jeannine C.
Lalonde, assistant dean of admission, University of Virginia;
Susan Peters, Kodak; and also Peter Shankman of Help a Reporter;
Taylor Davidson of TechCrunch, we appreciate your input.
A special thanks to our agents from Waterside Productions,
Inc., Bill Gladstone and Ming Russell. You take all the stress out of
the business part so we can get down to the writing part. We like
the writing part much better, so we’re beyond grateful to you.
At McGraw-Hill, we’d like to thank our editor, Knox Huston. You
were a pleasure to work with, and you agreed so easily that we had a
great idea. Just a hint, authors will always love you for that kind of
thing. We’d also like to thank our editing supervisor, Daina Penikas,
our copyeditor, Scott Amerman, and our proofreader, Suzanne
Rapcavage, for making us look much smarter than we are.
A special thanks goes out to our kids, Stephanie, Andrew,
Ethan, and Laurel. This started out being more their world than
ours. They offered us their support and help as we completed this
project, and they didn’t show much resentment as we came to
know more about it than they do! Finally, to Max and Mollie, thanks
for making sure our desktops and printers were, as always, free

from mice. It’s hard to imagine what a completed manuscript
would look like without its fair share of cat hairs.
ACKNOWLEDGMENTS
xi
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It isn’t often that we get to witness a life-changing innovation. Our
parents spoke of their first television sets with an enthusiasm those
of us who grew up with the device couldn’t quite appreciate. Hon-
estly, did people gather in one house in the neighborhood just to
watch Milton Berle? In many ways, the following generations have
been extraordinarily fortunate. Not only did we see the arrival of
the Internet and all that came with it—e-mail, instant messaging,
online shopping, online banking, global positioning systems, just to
name a few—but we’ve also seen the arrival of Web 2.0 technologies.
Social networking and social media have changed the Internet
almost as much as the Internet has changed us.
Thanks to YouTube and other social media sites, each one of
us can take center stage and present our views of life to a world-
wide audience. For the very first time, individuals have access to
the same broad audience once reserved for major television net-
works and their wealthy advertisers. This is not to suggest that
anyone can just pick up a camera and automatically gain the
exposure and gravitas of, say, Walter Cronkite. But each of us can
work in our own little corner of YouTube to create a following and
an audience for our own particular view on life. Whether we go
onto YouTube to spread a political message, promote our busi-
nesses, or share our humor (as everyone else seems to think we’re
funny), we’ve got the power within our own hands to change our
lives through video on demand. Even Queen Elizabeth II has her
own place on YouTube!

But, the question remains, can you make money with
YouTube? The answer to that question is . . . YES. True, it all
depends upon your definition of “making money.” If you think
that you’ve only actually made money when you’ve added dollars to
your bottom line, then YouTube success may elude you at first. But
xiii
INTRODUCTION
if making money can also mean saving on advertising expenses
and branding costs, then please stay tuned.
Throughout the pages of this book, we’re going to introduce you
to individuals and company representatives who are convinced that
YouTube changed their lives. You’ll meet comedians who now earn
stipends as YouTube partners. You’ll meet public relations officers
who report more than 1,000 percent increases in their sales as a
result of their YouTube presence. You’ll meet sales and marketing
executives from Fortune 500 companies who are now so smitten
with the success they’ve realized on YouTube they may never plan
another advertising campaign without it. You’ll meet Fred, a 14-year-
old farm kid who not only has an advertising agency working on his
behalf but also retains a business manager who advises him and his
family about what to do next. You’ll meet stay-at-home moms who
are supplementing their family’s incomes and forging fascinating
new lives for themselves. All these people had an idea and stuck with
it long enough to learn how to make that idea profitable.
Now, this is not to say that you’ll necessarily row your little boat
down the River YouTube to guaranteed fame, fortune, and happi-
ness. We’ve been at this profession a little too long to believe that
we’re privy to the next great get-rich-quick scheme. The path to suc-
cess on YouTube is more like a winding estuary than a raging river.
In addition to the success stories on the site, you’ll find a whole lot

of junk, but a lot of it is golden, too.
In the chapters that follow, you’ll discover how to create a
YouTube presence in the latter category. You’ll get acquainted with
the phenomenon that is YouTube, learn how both individuals and
companies are using the site to achieve their goals, and explore the
basics of how to produce a great video. Then, once you have your
video posted to the site, you’ll learn how to promote and distribute
it so that it won’t be lost in the tsunami of video that gets added to
the site every day. Finally, you’ll find out about potential revenue-
sharing sources for you through YouTube, and you’ll learn about
other online video-sharing sites that might prove to be at least as
profitable for you as YouTube is.
INTRODUCTION
xiv
All along the way, you’ll discover the fun and enthusiasm that
marks YouTube and its contributors. You may have to go a long way
to find a group of people more energized and enthusiastic about
the work they’re pursuing.
It’s been a great deal of fun to research and write this book. It’s
our fervent hope that you’ll find it to be a great deal of fun to read it.
Brad and Deb Schepp
www.bradanddeb.com
INTRODUCTION
xv
1
CHAPTER
1
YOU TOO
CAN BE A

YouTube
STAR!
W
hen Sarah Silverman appeared
on then boyfriend Jimmy Kim-
mel’s talk show in early 2008,
she had a video to share with him and his
viewers. She introduced it by explaining
this was the perfect moment to share
some personal news with the late-night
talk show host. The film rolled, and our
unsuspecting host learned that Sarah Sil-
verman was sleeping with Matt Damon!
For those of us who turn in much earlier
than Jimmy and Sarah, we were still able
to catch the video, and even watch it end-
lessly. It appeared on ABC.com and it
went viral after appearing on YouTube,
spreading like any viral infection, from one viewer to another. Matt
and Sarah happily sang and danced through several minutes of rau-
cous video announcing their newly consummated relationship.
Sarah went on to garner an Emmy nomination for her video song,
and Jimmy followed up with a YouTube video of his own, announc-
ing that he, in turn, was bedding Ben Affleck! Naturally, that video
quickly went viral too, receiving millions of views as everyday folks
logged on to see Jimmy’s friends, including Robin Williams, Harri-
son Ford, and Cameron Diaz help him tell Sarah that he was well
over her and her indiscretions.
Combined, these two videos have been viewed more than 10
million times. But, you may ask, and with good reason, what’s that

got to do with you and your business goals for YouTube? If you’re
like us, you don’t happen to hang out with the likes of Robin
Williams, Harrison Ford, or Cameron Diaz. We’re pretty sure
Sarah, Matt, Jimmy, and Ben don’t even know we exist. But, one
thing we all have in common is the potential to strike it big on
YouTube. We’re here to tell you that 99 percent of the most suc-
cessful people on YouTube are like us, not the Hollywood elite.
“Average” people and companies are finding fame and fortune on
YouTube with some regularity, and everyone has an equal shot,
thanks to this amazing phenomenon.
Since its founding in 2005 (yes, that’s right, it’s that recent),
YouTube has revolutionized the way people all over the world share
information, entertainment, education, and advertising. Between
1948 and 2008, the three major television networks in the United
States produced 1.5 million hours of programming, according to
professor and YouTube video lecturer Michael Wesch. YouTube
users, he’s said, have produced more than that in the last six
months! In fact, YouTube estimates that 13 hours’ worth of video
gets uploaded to the site every minute. More important than the sta-
tistics, however, are the demographics behind the statistics. For the
first time ever, programming has been taken away from the major
players with the big money and put squarely in the hands of every
HOW TO MAKE MONEY WITH YouTube
2
person who decides to create and post a video. You may not have
the fame and glory, yet, but you have the same shot at exposure that
once was reserved only for those rare few people destined to be-
come stars.
Throughout the pages of this book, you’ll meet dozens of indi-
viduals and company representatives who have found ways to

make YouTube work for them. Whether they have launched busi-
nesses or refreshed corporate images, they have used YouTube to
open doors they would never have dreamed of just five years ago.
Now that these doors are open, our lives as video consumers and
producers will never again be the same.
YouTube AND YOU
Before you pick up that camera and start creating your own
videos, consider some of the ways YouTube has altered the land-
scape of our everyday lives. You’ll get some background, navigate
around the site, and receive a little bit of philosophy as you are
introduced to people who have paved the way for the rest of us to
achieve success on YouTube. Not only is YouTube a wonderful
source of entertainment but it is also a major breakthrough in
the way we share our experiences. Most important of all,
YouTube can be a powerful business tool. That’s no doubt why
you picked up this book—to learn how you can step onto the site
and use it to make money, directly or indirectly, for yourself or
your company.
YouTube defines itself as “a community where people are en-
tertained, informed, educated, and inspired through the sharing of
video.” Figure 1-1 shows you just what to expect from YouTube’s
home page. More than 200 million unique visitors arrive at this
page each month from all over the globe, according to the com-
pany. Of those, 68 million are from the United States.
YOU TOO CAN BE A YouTube STAR!
3
Those 68 million U.S. viewers are evenly distributed across
the country. They split just about equally between male and fe-
male viewers. The overall demographics skew somewhat young,
with 56 percent of registered users falling between the ages of 18

and 34—a prime advertising demographic. Kick in the fact that
73 percent of viewers say they don’t mind the discrete advertis-
ing that now accompanies some videos, and you’ve got a willing
and prime market. They recognize that advertising is the means
for keeping the site free to users. As if this news weren’t good
enough for those of us looking to enhance our businesses, 68
percent of YouTube users report they have purchased something
online in the previous three months. We told you this would be
exciting!
YouTube corporate is a tad coy and only releases the most gen-
eral numbers about site usage, but this is what the company was
saying as this book was being written:
HOW TO MAKE MONEY WITH YouTube
4
FIGURE 1-1: YouTube’s HOME PAGE PROMISES FUN AS SOON
AS YOU ARRIVE.
People are watching hundreds of millions of videos a day on
YouTube and uploading hundreds of thousands of videos
daily. In fact, every minute, ten hours of video are uploaded to
YouTube.
We’re willing to bet that as you read this, the numbers are even
more impressive. So, how do you find a way to distinguish yourself
in this ever-increasing buzz of creativity? That’s a very good question
without an easy answer. Let’s start with a reassuring story so you can
see that, although it may not be simple, it is possible to start with
nothing but a good idea and make that idea grow into a genuine
YouTube phenomenon. Say hello to Hetal Jannu and Anuja Bala-
subramanian, shown in Figure 1-2. You may not know them, but
tens of thousands of people who log on for ShowMeTheCurry!, their
weekly cooking show on YouTube, do.

YOU TOO CAN BE A YouTube STAR!
5
FIGURE 1-2: SHOWMETHECURRY! STARS HETAL JANNU AND
ANUJA BALASUBRAMANIAN, TWO HOMEMAKERS TURNED
FILMMAKERS, THANKS TO YouTube.
HOW TO MAKE MONEY WITH YouTube
6
ShowMeTheCurry!
Hetal Jannu and Anuja Balasubramanian, two 30-something
homemakers from suburban Dallas, Texas, are probably much
like many of the moms you know in your own neighborhood.
Both interrupted their careers to launch their families. Both
found themselves looking for something interesting to do
once the kids were in school full time, and both share a love of
and expertise with Indian cuisine. When the two friends de-
cided to give the world of TV cooking a try, they found a home
right on YouTube.
“ShowMeTheCurry.com’s debut was on YouTube,” ex-
plained Hetal recently. “At the time, it was the one sure way to
reach a worldwide audience. We had a Web site, but to be
page-one-ranked on any search engine is nearly impossible
for newcomers. How would anyone find us? Our strategy was
to become popular on YouTube and funnel the traffic to our
Web site from there.” It’s a strategy that’s proven to be very
successful. In just over a year the two have more than 120
videos on YouTube, and they’re doing quite well earning
money through ad sales and sponsorships. They have rela-
tionships with partners including Google, Advertising.com,
and BlogHerAds, to name a few. They have more than 1,700
subscribers to their YouTube channel, and they’re having a

ball along the way.
When they began, Hetal and Anuja had one thing going
for them. They were both devoted and experienced cooks. Al-
though neither was formally trained as a chef, both had grown
up learning the techniques of Indian cuisine and gaining a
lifetime’s worth of tasty recipes. They decided to focus on two
target audiences. “We targeted beginner cooks with exact,
tried, and tested recipes and foolproof methods,” said Hetal.
“We also targeted seasoned cooks with healthy alternatives to
YOU TOO CAN BE A YouTube STAR!
7
traditional Indian food and time-saving tips.” Hetal explained
that the pair tries very hard to release videos consistently: “If
you have one or two videos and take a break, your viewers will
forget about you.”
This is just one of the many lessons these two have
learned in the year or so since they began. At first, they’d se-
lected Saturdays as filming days, and they appointed their
husbands as the cameramen. It didn’t take too many hectic
work-filled Saturdays spent with the kids entertaining them-
selves before Hetal and Anuja realized that to be successful,
they were going to have to learn to work independently. They
set about learning how to film, edit, produce, and advertise
their YouTube show themselves. Editing was their real chal-
lenge. Neither had ever edited video before, so their first ef-
forts involved a sharp learning curve. But they dedicated
themselves to learning the software required for the task, and
today they’re quite comfortable with every aspect of the job at
hand.
These days Hetal and Anuja get to work as soon as the

kids leave for school, and the cooks are busy until the young-
sters come home at the end of the school day. The two friends
often finish up details after the kids have gone to bed. In just
over a year, the show’s stars have built a stable full of success-
ful videos and a loyal fan following. Their Web site is thriving,
and Hetal expects that eventually their enterprise will earn
them the equivalent of two full-time salaries. As the brand
grows, Hetal believes revenues will increase through product
placements within the videos. From doing video production
to setting up search engine optimization to generating rev-
enues, these two “ordinary” housewives have struck out for
fame and fortune right in their own kitchens, doing what they
both love, and loving their lives on YouTube. Maybe they are
not so ordinary after all!
Are You the Next “Cewebrity”?
Ralph Lagnado and David Abehsera of the advertising firm Woo
Agency have coined a word to describe Hetal and Anuja: they’re
“cewebrities.” Ralph and David know a thing or two about the sub-
ject, because they are from the agency that represents one of
YouTube’s biggest stars: Fred. You’ll learn a lot more about Fred in
Chapter 2, but we were so captivated by the term these two came
up with that we wanted to introduce you to it right away.
Cewebrities like Hetal and Anuja are a new type of celebrity
created through the video sharing made possible on YouTube.
Armed with a good idea, a special niche, and a willingness to both
work hard and learn, people like these two stay-at-home moms
have crafted their very own path to success. They’re making money
by doing what they love best while still taking care of their families.
If they achieve some fame and recognition for their hard work,
that’s even better. What they’ve accomplished has never before

been possible. But, Hetal and Anuja aren’t alone. To whet your ap-
petite, we’ll give you glimpses of more individuals you’ll meet
throughout this book.
HOW TO MAKE MONEY WITH YouTube
8
More YouTube Cewebrities
Asa Thibodaux is a rising young comedian who is actually
able to support his family through his YouTube videos. Many
people have aspired to live the life of a stand-up comedian,
but of the many thousands who set out on that path, how
many actually ever earn a living? Most of them are comedians
by night and waiters by day, but Asa is managing just fine,
thanks to YouTube.
Michael Buckley writes, records, edits, and manages his
own YouTube show, What the Buck?!. His show is currently
one of the most popular channels on YouTube, attracting
more than 230,000 subscribers and 4.5 million views. He